The eleventh Outdoor Advertising Awards (OAA) function, held in Mumbai's Renaissance Convention Centre, on July 25, once again turned the spotlight on the most outstanding works seen on the Indian OOH landscape over the last year (ending March 31, 2015). The entries to OAA 2015 were judged in four different groups by the jury members in Delhi and Mumbai.
Kinetic India walked away with five golds and 16 metals in all, while Milestone Brandcom won eight metals, Madison OOH won seven metals, Posterscope won five metals, and Interspace Communications and Laqshya Media Group won three each.
In the 'Traditional Billboards' category, Milestone Brandcom won the silver for its 'Run On Flat - Goodyear' campaign, while Posterscope India picked up the bronze for the 'Dats One Small Big Car - Datsun Go+' campaign. Gold was not awarded in this category.
In the 'Street Furniture' category, Madison OOH won a gold for Epic's 'Siyaasat-on-the-go' bus shelter campaign, while Kinetic India picked up the silver for the 'Citibank Store' campaign and Milestone Brandcom won the bronze for the Fastrack's 'Keep Scoring' campaign.
The 'Transit Media' category saw two bronze winners - TIMDAA for the 'Volvo Lounge - Volvo' project and Madison OOH for the 'Wockhardt Apple Boxes @ Mumbai Airport Conveyor Belt' initiative. Gold and silver metals were not awarded in this category.
The 'Alternative Media' category had only one bronze winner - Kinetic India for the 'The Biggest Building Wrap - Accenture' execution. No gold or silver metal was awarded in this category.
In the 'Telecom' category, Kinetic India bagged two golds for 'Curious Case of Christmas Cookies - Vodafone India' and the Vodafone Text idea, respectively. This category saw no silver or bronze winner.
No awards were given in the 'Financial Services' category.
In the 'Entertainment and Media' category, Kinetic India won a gold for the 'Indian Super League - IMG Reliance' work, while Milestone Brandcom and Madison OOH won a bronze each for ABP News' 'Aap ki Rajneetik Rai' and Epic's 'Daanav Hunters - Daanavs V/S Maanavs' (Banyan Trees, Lemon-Chilly Totems and Washroom Scare) campaigns, respectively.
Laqshya Media Group won the silver in the 'Automotive' category for the 'Ciaz - Maruti Suzuki' campaign, while Madison OOH won the bronze for the 'Ceat Tubeless Tyres - 2 Wheelers' campaign. No gold metal was awarded in this category.
In the 'FMCG' category Pioneer Publicity Corp. bagged a silver for the 'Harpic' campaign, while Posterscope India and Madison OOH won a bronze each for the 'Good Morning = Doodh Morning' campaign for Mother Dairy and ITC's 'Kwit with Kwiknic Nicotine Chewing Gum' campaign, respectively. This category had no gold winner.
Posterscope India won silver in the 'Consumer Durables' category for Philips' 'India's First Instant Shaving Experience in an OOH Environment' campaign. No gold or bronze metal was awarded in this category.
In the 'Retail Brands' category, Milestone Brandcom won bronze for Pepperfry's 'Happy Furniture To You' campaign. Gold and silver metals were not awarded in this category.
Likewise, in the 'Real Estate and Construction' category, Interspace Communications won the bronze for the 'Tata Value Homes - Santorini, Chennai Launch' campaign. Again, gold and silver metals were not awarded in this category.
There were no nominations in the 'Travel and Hospitality' category.
GroupM Dialogue Factory won gold in the 'Public and Social Service' category for the IAA 'Ungli Uthao, and Laqshya Media Group and Milestone Brandcom won a bronze each for 'Equal Streets - Times Of India' and 'Blood Donation - Masina Hospitals' campaigns, respectively. No silver metal was awarded in this category.
Madison OOH won the bronze for the Puma's 'Forever Faster' campaign in the 'Clothing, Footwear and Accessories' category. This category saw no gold or silver winner.
In the 'Others' category, Interspace Communications and Streettalk Connect, OLX BV and Zenith Optimedia Worldwide together won a bronze each.
Kinetic India bagged both the silver and bronze metal in the 'Campaign of the Year' category, for the 'Everybody Wins - Vodafone India' and 'Indian Super League - IMG Reliance' campaigns.
Moving on, Streettalk Connect, OLX BV and Zenith Optimedia Worldwide picked the gold for the 'The Freedom Bike (The Great India Collectors' Ride) - OLX' campaign in the 'Innovation of the Year' category, while Milestone Brandcom won silver and bronze metals for Otis' 'One Powerful Idea' campaign and 'The Hoarding that practices what it preaches - SOS Children's Shelter' campaigns, respectively.
Group M Dialogue Factory won the gold in 'Best use of Ambient Media' category for the 'Ungli Uthao - IAA - International Advertising Association' campaign. No silver or bronze metal was awarded in this category.
Laqshya Media Group won gold for the 'Equal Streets - The Times of India' campaign in the Activation category.
There were no winners in the digital OOH category.
In the 'Technology' category, Posterscope India won the silver for the 'Aromatic OOH - Philips Air Fryer' campaign, while Posterscope India and Kinetic India won a bronze each for the 'Good Morning = Doodh Morning - Mother Dairy' and 'ISL Sensor Football - IMG Reliance' campaigns, respectively. No gold was won in this category.
The 'Green Initiative' category saw three bronze winners - Interspace Communications for the 'Housing World Environment Day', 'Use Electricity Wisely - Tata Housing' campaign, and Kinetic India for the 'The Biggest Building Wrap - Accenture' and 'Gift Box Dustbin - Islahi Healthcare Foundation (IHF)' campaigns, respectively.
In the 'International' category, Kinetic Worldwide won the gold for the '#tineybubbles - PepsiCo' campaign, while Kinetic Worldwide and JCDecaux Advertising India won a silver each for the 'Chase the Cupra 280 - SEAT Deutschland GmbH' and 'The Walking Dead take Vienna With Augmented Reality - Sky TV' campaigns, respectively.
In the 'Outdoor Media Plan of the Year - Local' category, Alakh Advertising and Publicity and Madison OOH won a silver each for the 'Call Mumbai Ki Awaaz, Jeeturaj - Radio Mirchi' and 'Wockhardt Hospital Launch and Awareness Drive (Integrated) - New Age Wockhardt Hospitals' campaigns, respectively, while Kinetic India and SAB TV won a bronze each for the 'Chidyaghar - SAB TV' and 'Family Funathon' campaigns, respectively.
Kinetic India bagged the gold in the 'Outdoor Media Plan of the Year - National' category for the 'Curious Case of Christmas Cookies - Vodafone India', while three bronze metals were also awarded in this segment - Kinetic India for the 'Everybody Wins - Vodafone India' and 'Indian Super League - IMG Reliance' campaigns, respectively, and Alakh Advertising and Publicity for the 'Ab shopping Nahi Flipkart Karo - Flipkart' campaign.
In the 'Best Format Innovation' category, Canvas Outdoor, Addition Outdoor and Milestone Brandcom won gold for the Otis 'One Powerful Idea - United Technologies (UTC)' innovation, while Jaycee Ads won the silver for the 'Largest Stadium Gallery Painting For Branding - Gionee' innovation, and Atharva Enterprises and Sakshi Advertising won a bronze each for Fastrack's 'Keep Scoring' and Dainik Bhaskar's 'No Negative Mondays!' innovations, respectively.
TIMDAA won the gold in the 'Zonal Media Owner of the Year - North' category. Prakash Arts won silver in the 'Zonal Media Owner of the Year - South' category, while Vritti I Media won the bronze.
There were no nominations for the 'Zonal Media Owner of the Year - East' and 'Zonal Media Owner of the Year - West' categories.
JCDecaux and Times OOH won a silver each in the 'National Media Owner of the Year' segment, and Pioneer Publicity Corp. won the bronze.
Macromedia Digital Imaging won the gold in the 'Printer of the Year' category, while Pacific Digital and Spectacular MMT won silver and bronze metals, respectively.
Overall, 20 per cent of the metals awarded were gold, 35 per cent were silver and 45 per cent were bronze. In many of the categories, all of the three metals were not awarded as this year the norms governing the awards adjudication and shortlisting were made all the more stringent to raise the bar for excellence.